基于消费者产品偏好的制造商渠道选择和绿色度水平与定价决策  

Channel strategy,greenness degree and pricing decisions of the manufacturer based on customer′s product preference

作　　者：陈克兵 王雨琦 肖迪[2] CHEN Kebing;WANG Yuqi;XIAO Di(College of Economics and Management,Nanjing University of Aeronautics and Astronautics,Nanjing 210016,China;School of Business Administration(MBA School),Zhejiang Gongshang University,Hangzhou 310018,China)

机构地区：[1]南京航空航天大学经济与管理学院,江苏南京210016 [2]浙江工商大学工商管理学院(MBA学院),浙江杭州310018

出　　处：《管理工程学报》2025年第3期252-267,共16页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金项目(72371127,71971113);国家社会科学基金项目(21BGL109)。

摘　　要：基于消费者效用理论和博弈论,本文研究了绿色生产制造商的渠道结构选择策略以及供应链成员对价格、绿色技术的投资水平等的最优决策。在考虑消费者产品偏好(如消费者对直接渠道产品的接受程度、消费者对产品绿色度的偏好)的情况下,本文探讨了制造商在零售渠道的基础上开辟直接渠道的可能性。研究表明:随着消费者对直接渠道产品接受度的增加,供应链完全合作模式下的制造商会由零售渠道策略转向双渠道策略,并最终转向直接渠道;而在非合作模式或部分合作模式(仅绿色成本合作)下的制造商则会由零售渠道转向双渠道策略;产品绿色度和市场需求随着消费者环境意识的提高而增加,随着单位绿色开发技术成本的增加而减少。本文进一步发现了制造商开设直接渠道是为了诱使零售商降低零售价格以增加市场需求,制造商开设的直接渠道起到展厅的作用;在实施绿色成本共担策略的情景下,制造商会增加开通双渠道的可能性,同时合适的成本共担比例能提高供应链的环境和经济效益。The rapid development of economy,society and cities has led to widespread environmental pollution and a shortage of natural resources.This has brought green environmental protection to the forefront of global attention.As the issue of green development gains extensive recognition from all parties,the focus of business management has shifted towards how to effectively implement green supply chain cooperation.Motivated by these pressing concerns,this article studies the pricing of green product,product greenness,cooperation strategies of green production input cost,and channel selection.The study explores the impact of green product input and cost-sharing strategy on members′decision-making and channel strategy with this research framework.The research adopts consumer utility theory and game theory to derive the supply chain members′optimal decisions(e.g.,pricing,order quantity,and green manufacturing input).It also takes into account consumers′product preferences,such as the willingness to accept direct channel products and the preference for environmentally friendly products.We explore whether the green manufacturer should use a dual-channel strategy by complementing the retail channel with a direct sales channel.The following four critical issues are discussed in this paper:1)How does the manufacturer select channel strategy under three supply chain management modes(i.e.,supply chain cooperative mode,partial cooperative mode,and non-cooperative mode)?2)How do consumer preference(greenness preference and acceptance of direct selling products),green technology development cost,and customer channel preference influence the optimal supply chain decisions and profits under different cooperation modes?3)What is the impact of the green costsharing strategy on the channel selection and decision-making of manufacturers,and what are the changes in environmental and economic benefits after the implementation of the strategy?4)Considering different manufacturer′s channel strategies(dual-channel,direct channel,and re

关 键 词：供应链管理 渠道策略 定价 绿色投入 展厅现象 

分 类 号：F274[经济管理—企业管理] O227[经济管理—国民经济]